We all know that you often get exactly what you pay for. This is equally true for copywriting, which is something that is very poorly understood. If you pay very little when you outsource your copywriting, then you can expect very little quality in return. This basically means that you have thrown your money away, even if it was just a little bit of money.
Why Quality Copywriting Should Be Your Top Priority
If the content on your website is thin, irrelevant or repeats itself, Google will frown upon your actions. In fact, they may just frown so much on what you did that they end up penalising you, meaning you actually lose some of your authority. Additionally, people simply won’t be interested in your site at all.
Sure, once upon a time, content wasn’t important at all. Google only cared about keywords and links. In fact, it was possible to have hidden pages filled with keyword after keyword, pages that customers never even saw, just to get the rankings high. However, after one major vehicle manufacturer in Germany did precisely that and the robots found out, things changed.
Google released Panda and Penguin, their new robots, and the focus was suddenly on making sure that the copywriting of the content itself was of high quality. If it wasn’t, then the website would simply not be recommended on the search engines.
So What Is Poor Content?
There are a number of things that the Google robots will class as poor content:
- Short lengths. If your text is less than 200 words, it will be classed as thin. This means it is not relevant and it makes Google think you are just putting some words down in order to fill a page.
- Non-original texts. This is one of the worst things you could possibly do. For a long time, writing content was simply about rewriting something that was already there. Now, you have to make it personal and totally original, by adding some of your own ideas within the text as well. Naturally, full plagiarism is a massive no-no, so if you do want to copy someone else’s text, this has to be done through curation, in which you reference other websites.
Poor Quality Content Hurts Your Business
Most website owners outsource their copywriting. This is because their area of expertise lies not in writing content, but rather in their business niche. However, as tempting as it may be to hire a copywriter for 1 cent 100 words, each of these cents would actually be wasted. Not just that, it could cost you even more because you will lose customer faith in your brand. There are a number of other reasons as to why you should hire an excellent, good quality copywriter, however:
- Your search engine optimisation efforts will go down the drain without it. People still use keywords to find certain items, but Google now penalises sites who put too many keywords in their texts. Understanding how to get that balance right takes real skills and experience.
- Your reputation will go down that same drain. Customers don’t like to see poorly written content either. They have a tendency to lose interest after a few seconds of reading, and if what they read is poorly written, they will lose interest even quicker. Not just that, once they are gone, it is incredibly difficult to get them to come back. Of course, this will also mean customers lose trust and faith in your company, which is even harder to build back up.
- You won’t be able to get your foot into the social media door. It’s all about social media right now, and every business wants to create content that gets shared on social media. This will never happen if it is poorly written or too thing.
How to Find a High Quality Outsourced Copywriting Service
It should be clear right now why outsourcing to a high quality copywriter is vital to the success of your business, even if that means paying more than you may have intended. Since copywriting is not a protected profession, anyone can call themselves one. It is up to you to find out which ones are actually good.
Here are a few hints and tips to help you make this decision.
- What do you need? Do you want a blogger, an article writer, both or a customised writer who will fill your entire website with original content?
- Does the copywriter claim to have an excellent eye for detail? How do they demonstrate this? Is the content they provide actually free of errors and interesting? Do they use a proofreader or editor after writing the content?
- How much experience do they have? What have the written in the past and how long have they been around? Did they go through the latest Panda and Penguin updates, or are they new to the field?
- How quickly can they turn your content around? One of the things that the Google bots look for is constant original content, which means you need to regularly post something new. Can they deliver this?
These are but a few of the issues you can take into consideration. One final one, however, is to make sure your copywriter comes recommended to you by someone else. If you follow a recommendation, that means that the person who recommended the writer to you is actually putting their own line on the neck as well. Our experience is based on working with copywriters from Eastern Europe, Canada, USA, UK, Malaysia, India and Pakistan.